This study aims to determine the effect of perceived quality, brand associations, brand awareness and brand loyalty on purchasing decisions of Close Up toothpaste on toothpaste consumers in Purwokerto. The research method used in this study is a quantitative research method. The population in this study were Close Up toothpaste consumers in Purwokerto. The sampling technique used is the Non-Probability Sampling technique, which is a sampling technique that does not provide equal opportunities for each element of the population to be selected as a sample. The number of samples in this study amounted to 110 respondents. The analytical method used in this study is multiple linear regression analysis at a significance level of 5%. Based on the results of the partial and simultaneous research, it shows that perceived quality, brand associations, brand awareness and brand loyalty affect the purchasing decisions of Close Up toothpaste on toothpaste consumers in Purwokerto. The magnitude of the influence of perceived quality, brand association, brand awareness and brand loyalty in contributing to the influence of purchasing decisions is 48.9%.